Fujifilm Significantly Revises Camera Prices in the US—Increases Up to $800. Tariffs and Supply Strategy Review as Background

1. What Happened: Overview of the Price Increase

New prices for Fujifilm cameras and lenses have started appearing at major US retailers such as B&H, Adorama, and Moment. According to reports, cameras have seen a general price increase of 10-15%, while lenses have mostly increased by $50 to $150. Notably, the medium format flagship has seen a maximum increase of $800.Digital Photography ReviewThe Verge

• X100VI: $1,599 → $1,799 (+ $200)

• X-T5: $1,699 → $1,899 (+ $200)

• GFX100 II: $7,499 → $8,299 (+ $800)

• GF Lenses: Many have increased by $50 to $150, among others.The Verge

Multiple media reports indicate that the above revisions effectively started on **August 1, 2025 (US time)**.Digital Photography ReviewYahoo! Finance

2. Background: How Tariffs Are Involved

The US has been gradually expanding tariff measures since early 2025, imposing an additional 10% tariff on certain items from Japan, with expectations of expanding to 15% in the future. The recent price increase by Fujifilm is reported as a response to the "initial 10% tariff" rather than the much-discussed "15%", according to supplementary and corrective reports.PetaPixelThe Verge

Furthermore, the potential reduction of tariff exemptions for used and personal import routes (the so-called "de minimis" revision) is also being considered, raising concerns about the cost increase for both new and used purchases in the US.Digital Photography Review

3. Price Revisions of Key Models and Points of Interest

Models with strong demand are particularly noteworthy. The X100VI, which has seen explosive popularity on social media in recent years, has been subject to discussions about stock shortages and production adjustments, resulting in a $200 increase. The core of the X series, the X-T5, also sees a **$200 increase**, while the medium format GFX100 II sees a significant **$800 increase. Lenses generally see an increase of $50 to $150**.The Verge

Some media outlets point out that "the current price list is based on a 10% tariff, and there is room for further revision if the 15% is fully applied." Continuous monitoring of future developments is necessary.The Verge

4. Why Now: Demand and Supply Chain Pressure

• Demand Side: Centered around the X100VI, there has been intense demand and prolonged shortages and resale price surges.TechRadar

• Supply Side: Reports of production site transfers and re-transfers (China→Japan, etc.) have emerged, as efforts are made to find the optimal solution for tariff avoidance and capacity assurance.The Verge

• Policy Side: With the gradual expansion of tariffs, costs and risks have increased. The current revision is seen as a response to the first stage (10%).PetaPixel

5. Is the Price Increase US-Only?—Impact on Japanese Readers

• The current revision primarily affects "US prices." Manufacturer's suggested retail prices and retail prices in Japan may not necessarily align with the US at this point.FUJI X WEEKLY
  
  

• However, even for those residing in Japan, if you purchase directly from US Amazon or US retailers or import in parallel, be aware that the total cost may increase due to the new US prices plus import costs (shipping, taxes, tariffs). If tariff trends extend to the used market, the advantage of sourcing from the US may diminish.Digital Photography Review

6. Market Reaction: Ripple Effects on Other Companies

Reports suggest that other companies like Leica and Canon are also raising prices on some products, or may follow suit. Brands with a high ratio of shipments to the US and series with a strong presence in the US are expected to be affected sequentially.The Verge

7. Purchase Strategy: Options for Readers Now

Short Term (up to 1 month)

1. Immediate Buyers: The new US prices are already reflected. If the need is high, secure from retailers with available stock early.

2. Wait-and-See Approach: Assess the risk of price readjustment until the full application of the 15% is confirmed and reflected. Especially for medium format, where the increase is large, using rentals as a time-saving measure is also effective.The Verge
   
   
   

Medium Term (This Season to Year-End)

• Recalculating Used and Parallel Imports: The review of tariff exemptions may affect used items, preparing for a situation where "used is cheaper" becomes a thing of the past.Digital Photography Review

• Considering Alternatives: Consider alternatives like X-E5, X-T5, or other brands like Zf, Q3, GR III, based on angle and handling. Compare availability and total cost of ownership (TCO).TechRadar

8. Estimated Price Increase by Model (Excerpt)

• X100VI: + $200 ($1,799)

• X-T5: + $200 ($1,899)

• GFX100 II: + $800 ($8,299)

• GF Lens Group: + $50 to $150 (varies by model)
  * All are estimates of US prices. Japanese domestic pricing is managed separately.The Verge

9. Frequently Asked Questions (FAQ)

Q1. Will prices increase in Japan too?
A. The